There was a time that influencer marketing was reserved for brands putting their products in the hands of famous celebrities, but social media, and Instagram in particular, has changed the game. These days, the majority of Instagram influencers are called “micro influencers”, micro influencers have less than 10,000 followers, reports Socialbakers to Influencer Marketing Agency.
The report is based on activity by more than 12 million influencers on Instagram between January 2018 and the first quarter of 2019 and categorizes influencers into three categories: micro influencers and macro influencers who have anywhere between 10,000 to 50,000 followers, and of course the celebrities who often have accounts with easy a million followers, or more. During 2019, the combined amount of sponsored content on Instagram for all three categories of influencers in North America has jumped to a staggering 150%.Influencers are mostly fashion and beauty. The majority of influencers work with fashion brands, however the beauty industry is seeing the highest number of brand mentions.
A total of almost 309.000 influencers connected to the fashion industry accounted for a combined 1.6 million mentions. The beauty industry, which has 257,00+ influencers, saw three times the activity with more than 4.8 million mentions by influencers in 2018.
In 2017, 91% of influencer posts were single images. Now, they are posting more videos and carousel posts, with single image posts accounting for around 70% of their social content. Carousel posts, which can contain a mix of up to 10 images and videos, make up 18% of influencer posts. Videos takes around 10% of influencer content pie.
During the past year, more than a quarter of celebrity influencers with more than a million followers used the #Ad hashtag in their sponsored content, an increase of 133% from 2017. The report found also that posts with #Ad hashtag disclosures saw sort of similar engagement as sponsored posts without the hashtag
Instagram has quickly become the most popular social platform for influencer brand engagement and is surpassing Facebook. The good news for companies lacking the ad budgets of major brands is that influencer marketing relatively affordable, particularly when working with micro or niche influencers.